I Don't know how they do it ! Our competitors have undercut us by 10 % percent on the price of our latest model . There is no way will be able to compete against that . We're barely breaking even with the present prices .   These price wars are disastrous for our bottom line . If they're charging 10 % less than we are , we've got to find a way to lower our price while keeping our profit .   Profits are almost nonexistent now , we can't beat their price . How do they keep their price so low ?   We can try to lower our cost of production then . We need a price that we can compete with , something comparable with the competition .   You really think we can make it ? I don't have much faith in our ability to lower the price again . We're no match for them , the competition will beat us hands down . 